The Website Copywriting Process: What It’s Like To Work With a Website Copywriter

If you’ve been thinking about hiring a copywriter to help with your website, you might be wondering what the website copywriting process actually looks like.

Handing over something as important as your website copy can feel a little intimidating, especially if you’ve never worked with a copywriter before. You might be wondering things like: 

How long will it take?
What if I don’t know what to say?
Will I have input along the way?
Will the copy sound like me? 

The good news is that a great website copywriting process should feel collaborative, not overwhelming. I know you’re not the only one wondering about this, though, so that’s why I decided to write this post breaking down exactly what to expect when you work with me as your website copywriter. 

So here’s a complete look at my process, from inquiry to launch:

Before We Start: The Inquiry & Onboarding Phase

The process starts when you reach out and inquire. After you submit an inquiry through my contact form, I’ll be in touch to set up a discovery call.

During this 20-30 minute call, we’ll chat about your project, your goals, your timeline, and what you’re hoping to achieve with your new website copy.

This is also a chance to make sure we’re a good fit to work together, and for you to ask any questions you have about the process.

Assuming we’re a match made in heaven, I’ll send over a proposal that outlines the project scope, timeline, deliverables, and investment.

Once you review and approve the proposal, you’ll sign your contract and pay your deposit invoice (typically one-third of the total project cost) to make things offical, and then we’ll begin! 

The next thing you’ll get from me is a welcome email with the next steps and a link to schedule your kick-off call.

The Kick-Off Call: Where the Website Copywriting Process Really Begins

This is where my website copywriting process looks a little different from most copywriters.

Instead of sending you a long questionnaire to fill out on your own, I schedule a 90-minute kick-off call where I ask you everything I need to know face-to-face. We’ll talk through things like:

• Who your ideal client is (their goals, struggles, what they value most)
• What makes you different from others in your industry
• Your offers and services (what’s included, pricing, how you deliver)
• Your brand voice and how you want to sound in your copy
• Any specific goals you have for your website

I do it this way because I recognize that articulating your thoughts is hard (and probably why you hired me in the first place!), so I’m not about to assign you written homework. 

Having a conversation instead allows me to ask follow-up questions, dig deeper into your answers, and pull out details you might not think to include in a written questionnaire.

By the end of our kick-off call, I’ll have everything I need to start writing copy that sounds like you and connects with your ideal clients.

The Research Phase: What I’m Doing Behind the Scenes

After our kick-off call, I dive into the research phase of the website copywriting process.

This is where I really get to work, and where you get to sit back and relax while I do the heavy lifting. 

Here’s what I’m working on during this time:

CLIENT INTERVIEWS

I’ll reach out to 6-8 of your past or current clients (or people who fit your ideal client profile) to ask them about their experience working with you.

These conversations help me understand what your clients actually value, what problems you solved for them, and what language they use to describe their needs.

This is hands-down one of the most valuable parts of the process, because it gives me real voice-of-customer data to work with instead of just guessing what your audience wants to hear.

SEO KEYWORD RESEARCH

SEO copywriting is always included in every website copy project I work on.

So for this, I’ll research relevant keywords for your industry and location to ensure your copy is optimized to show up in search results–including traditional search engines and AI search. 

This is a super important step that allows your website to bring in organic traffic over time.

REVIEW MINING

If you have reviews or testimonials from past clients, I’ll comb through them to pull out common themes, specific results, and powerful language I can use in your copy.

Creating Your Brand Messaging Guide

Before I start writing your actual website copy, there’s one more important step in the process: creating your Brand Messaging Guide.

This guide is where I compile everything I’ve learned from our kick-off call and the research phase into a clear, organized messaging strategy. 

It’s always included in my website copywriting projects (not an add-on!), because I believe strong copy starts with a strong strategy.

Your Brand Messaging Guide includes:

• Your ideal client profile (who they are, what they struggle with, what they value)
• Your key differentiators (what sets you apart from competitors)
• Your brand voice and tone guidelines
• Your core messaging pillars (the main themes your copy should communicate)
• Your positioning and mission & values
• Voice-of-customer language pulled from client interviews

I’ll send this guide to you for review before I start writing your copy. This is your chance to make sure we’re aligned on your messaging and that I truly “get” your brand. If something feels off or needs adjusting, we can refine it together before I write a word of your website copy.

This guide becomes a roadmap I’ll lean on as I write your copy, but it’s also a resource you can reference anytime you need to write something for your business in the future. 

This phase typically takes a few days to complete, and once you’ve approved the messaging guide, I move right into writing your website copy.

The Writing Phase of the Website Copywriting Process

Once the research is complete and you’ve approved your Brand Messaging Guide, it’s time for me to write your copy.

I typically start by creating an outline for each page of your website, mapping out the sections and flow to ensure the structure makes sense and guides your reader toward taking the action we want them to take.

Then, I write your copy, weaving in your brand voice, your differentiators, your ideal client’s language, and SEO keywords in a way that feels natural and is strategic.

The writing phase usually takes 1-2 weeks, depending on the scope of your project.

The Review & Revision Process

Once your first draft is complete, I’ll send it over in a Google Doc for you to review. This is your chance to read through everything and provide feedback.

Here’s how revisions work:

You’ll leave all of your comments and feedback in the Google Doc, then we’ll hop on a review call to talk through your thoughts together. This ensures I understand exactly what you’re looking for, especially for any bigger-picture changes.

After our call, I’ll make the edits and send you an updated draft. From there, we can go back and forth as many times as we need to within your project timeline–you’re not limited to a set number of revision rounds. Usually we’re just communicating in the Doc for final edits and polish, but if you need another call, we can do that too.

The revision process is collaborative, and the goal is for you to be absolutely in love with your new copy!  

This phase typically takes 1-2 weeks, depending on your project timeline and how quickly you’re able to review and provide feedback.

The Final Delivery & Launch!

Once all revisions are complete and you’ve approved the final copy, I’ll send over your completed website copy to you and your web designer, if applicable. 

Your final deliverables include:

• All website page copy (Home, About, Services, Contact, etc.)
• SEO metadata (page titles and meta descriptions)
• Your finalized Brand Messaging Guide and SEO keyword research
• Any additional copy we agreed on in the project scope (blog posts, email sequences, etc.

I also always offer a final proofread of your copy once the design is complete, and I’m happy to collaborate with your designer throughout their process as needed, too. I’m here to make sure the transition from draft to live site goes smoothly.

And most importantly, when your site goes live, we’re celebrating! I’ll be cheering you on throughout your launch and beyond. 

Some Questions I Get Asked About the Website Copywriting Process

What if I don’t know my ideal client well enough yet or have my offers well defined?

That’s okay! Part of my job is to help you get clarity on these things. During our kick-off call, I’ll ask questions that help you define who you’re trying to reach, and the client interviews often reveal patterns you might not have noticed on your own. We’ll also talk through your offers, and a lot of clients have found this to be helpful in solidifying packages that they were unsure of. 

What if I don’t love the first draft?

This is why we have revision rounds built in! If something doesn’t feel right, we’ll work together to adjust it. Though clients are typically thrilled with their copy, I make the revision process intentionally collaborative. 

How involved do I need to be?

You’ll be most involved during the kick-off call and the revisions phase. The rest of the time, I’m working pretty independently. However I’m always available if you have questions or want to check in!

Can I use this process if I’m rebranding?

Absolutely!! A lot of my clients actually come to me during a rebrand. The research and discovery phase is especially valuable in this case, because it helps you get clear on your new positioning and messaging for your entire rebrand.

Ready for New Website Copy?!

If you’ve been putting off your website copy because you weren’t sure what the process would look like, hopefully this post cleared it all up! 

I like to say that working with me makes your website copy the easiest part of your rebrand. And by the end of it, you’ll have a website that connects with your ideal clients and positions you as their obvious choice. Your website starts working hard for you, attracting and converting right-fit clients and filling your calendar while you’re off living your life.  

If you’re ready to get started, I’d love to welcome you into the Rise Copy Co. studio. Reach out to me through my inquiry form, and we’ll get started! 

I’d love to help you finally check “write website copy” off your list 🙂